Influencing yourCustomers’ BuyingBehaviorswithRetailGamification

PremCouture,CEO,ShareMyInsightwww.sharemyinsight.com

IntroducingSMI’sOmni-Channel CRMforBricksandMortarStores

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• CONCEPT:turntheshoppingjourneyintoagameinordertomotivatepeopletocompleteataskinanexcitingandcompetitivemanner

• INFLUENCE:driveengagementandactionsamongshoppers

• MOTIVATION:rewardcustomersinreturnforfrequentpurchases,sharedstories,orsocialmediacommenting,

• SOCIAL:makesshoppingmoreenjoyablebytappingintobasichumanneedforcompetitionandsocialinteraction.

• SPEND:reapmorerevenuesasaresultofboostingcustomerengagementandloyalty

Whyanin-storegamification concept?

Storetrafficandpurchaseratescanbeexponentiallyincreased

Insteadoffeeling‘tricked’intotakingacertainaction,peoplefeelmoreincontrolwhenparticipating ingame-orientedshopping.

Addsa wholenewdimensiontotheshoppingexperiencethatthassignificantimpact

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Gamification tacticsareintegratedintomarketingandloyaltyprograms

Introducinggamification mechanics instoreenvironement

Thegameisafunchallengeforcustomerswithrewardsthatarebasedonbehaviorsthatwewanttoencourage.

Customers arebecomingincreasinglysavvyandsophisticatedwhenitcomestotheirbuyingbehaviors. Theyknowthattheirpatronage isworthawhole toyou,andwantsomething inreturn.Theyexpectmoreenjoyableexperiences,inadditiontoincentivestospendtheirhard-earneddollar.

• LOYALTY:introducea‘tieredrewards program’basedoncustomersperformingcertainactionstoinchtheirwaytowardsreachingaspecificmilestone:newtiersbringsnewrewards– e.g.offermorerewardspointsforthehighertiers

• MARKETING:improveretailer’sbrandpositioningwithuniquecharactersandgamerulesthatchangeovertime

• ENGAGEMENT:testnewproducts,newpromotions,newchallengesandadapt,tokeepcustomersspendingandlovingtheoverallexperiencemorethanever

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Thecustomer’sin-storelocationappearswhentheWIFIsplashpageisopened

ScenarioExamples

SMI’suniqueproposition:NOCLIENTAPPSREQUIREDtobedownloaded

• ShoppersusethestoreFreeWIFIandsplashpagetoseetheirlocation• Thegameandcharactersareintroducedaspertheretailer’sgamerules• Shoppersusethenavigationmaptofindproductcategoriesbytappingonmapareas

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Thecustomer’suniqueshopperjourneyistrackedanddataminedwithSMI’sanalyticalplatforminreal-time,enablingrelevantandtargetedadstobedelivered

ScenarioExamples

• Shoppersseetheirlocationastheymoveacrosscategoriesanddiscoverdeals• Characterspopupbasedontheadtriggers(location,segment,shoppingpattern…)• Rewardsandcouponsarecapturedbyinteractingwithcharacters

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Rewardsarecollectedbytappingonacharacteroriconthatappearsonthemap.

ScenarioExamples

• Adrewardsandcouponsarepersonalizedtothecustomer’sprofile• Shoppersredeemtheircouponswhenpresentingatthecashdesk• Gamerulesarecustomizedbasedontheretailer’scustomerengagementstrategy

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TieredrewardsappearafterashopperacceptstoreceiveXcouponstoreachamilestoneandmotivatestocontinuediscoveringdeals

ScenarioExamples

• Differentcharactersappearonthejourneyshowingnewdealswithmorerewards• Themoreshoppersclickstogetoffers,themorerewardsaccumulate• Rewardspresentedatthecheck outareintegratedwiththePOSsystem

Thanksforwatching!

Contacts: Prem Couture, prem@cyscom.com

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